Google’s changing approach to third-party cookies: impacts and solutions

Google has now scrapped its plan to phase out third-party cookies in Chrome. Instead of moving ahead with deprecation or a new opt-out prompt, the company is keeping third-party cookie controls within Chrome’s existing privacy settings. 

However, this isn’t a reset to “business as usual.” Even without Google Chrome, other major browsers have already deprecated third-party cookie use. We believe that Privacy-Led Marketing is the “cookieless future” as privacy regulations, evolving technology, and consumer expectations keep raising the bar on what’s acceptable.

What are third-party cookies?

Third-party cookies are small text files that are placed in a user’s browser by a domain or website other than the one they’re currently visiting. This mechanism enables third-party cookie tracking across multiple websites, building a picture of browsing habits, preferences, and interests.

Third-party tracking cookies provide important data for delivering personalized advertising experiences tailored to the user’s behavior and interests. That’s why they’re often referred to as targeting cookies in digital advertising, and why they’re so closely linked with ad tech and broader tracking ecosystems.

How third-party cookies differ from first-party cookies

First-party cookies are created and used by the site you’re actually visiting. They usually support the on-site experience, such as remembering your login status for you, language settings, or what’s in your shopping cart. In contrast, third-party cookies typically serve advertisers, ad networks, and data brokers more than individual users.

First- and third-party cookies collect what’s known as first-party and third-party data, respectively. There’s also zero-party data, which is information that users willingly share with companies, such as survey responses, account settings, or communication preferences.

Zero-party data is a valuable asset for businesses that want to understand their customers better and is widely considered the highest-quality user data. Since it’s provided voluntarily, it can reduce consent friction, but you may still need a lawful basis and clear notice for how you use it.

The role of third-party cookies

Third-party cookies have played a multifaceted role in the digital advertising ecosystem. They have several primary functions.

User behavior tracking

Third-party cookies track user activity across different websites, painting a comprehensive picture of an individual’s online preferences, interests, and behaviors over time. These cookies can also persist much longer than first-party cookies, which can be limited to a session or persist longer, depending on how they’re set.

This data can enable highly specific profiling, but in the past, it has often been collected without individuals’ consent. 

Ad targeting

User data from third-party cookies helps advertisers create personalized ads, so users see advertisements closely aligned with their behaviors (and, ideally, their interests). This targeted approach increases the likelihood of engagement.

Analytics

Beyond ad targeting, third-party cookies contribute to analytics by offering insights into market trends and user behaviors across the web. This information is vital for businesses to make informed decisions, helping to optimize websites and user experience, and refine marketing strategies and product development to better meet user needs.

Examples of third-party cookies

Third-party cookies are foundational to many regular marketing and analytics functions. These are some typical examples of how they’re used to support digital advertising and measurement.

Ad network remarketing cookie

A retailer adds a third-party ad script to its site. When users view a product, the ad partner sets a third-party cookie in the browser. Later, when that user visits a news site that also runs the same ad network, the cookie is read and used to show a personalized ad. This is a classic use case for third-party cookie advertising.

Cross-site conversion measurement cookie

A brand runs campaigns through an ad platform that places third-party tracking cookies via publisher sites. When a user clicks an ad and makes a purchase, even if it’s much later, the same cookie ID helps attribute that conversion back to the original campaign.

Social media pixel cookie

A website embeds a social media pixel so it can build audiences and track conversions from social ads. The pixel sets a third-party cookie under the social platform’s domain. That cookie can be used to measure ad performance and retarget visitors inside the social platform.

Third-party analytics or optimization cookie

A business uses a third-party A/B testing or analytics tool that’s loaded from an external domain. The tool sets its own cookie to recognize returning visitors across multiple client sites, helping it build aggregated insights and run experiments. Not strictly ad delivery, but an important part of the tracking ecosystem.

Are third-party cookies being phased out?

For years, it looked like the answer was a clear yes. However, with Google backtracking on its pledge to phase out third-party cookies from Chrome — which remains the dominant browser used globally — the picture has changed. Instead of a clean, browser-driven phase-out, we now have a more fragmented reality.

• Chrome is keeping third-party cookies for the foreseeable future (though use is optional)
• Other major browsers already use third-party cookie blocking or strict tracking protection by default
• Privacy regulations continue to tighten how third-party cookie tracking can be used

So while third-party cookies are not disappearing overnight, they are much less dependable as a long-term foundation for marketing and measurement. Marketers are also learning that data from zero- and first-party sources can be higher quality, even in lower volume, and doesn’t come with consent risks.

Google Chrome’s deprecation timeline

Originally, Google’s Privacy Sandbox roadmap pointed to a full phase-out of third-party cookies in Chrome. This was originally targeted for 2022 and later pushed back to 2024 and then 2025. 

However, in July 2024, Google shifted from full deprecation to a “user choice” model: proposing a new standalone prompt where people could decide whether to block third-party cookies in Chrome and rely more heavily on Privacy Sandbox APIs instead.

In April 2025, Google finally confirmed it would not launch the prompt and would not deprecate third-party cookies in Chrome. Instead, it will maintain today’s cookie controls in Chrome’s existing privacy settings.

Following that announcement, the UK Competition and Markets Authority (CMA) noted that Google had restated its intention not to restrict or deprecate third-party cookies, and moved to release the commitments it had previously put in place around Privacy Sandbox.

As of late 2025, third-party cookies remain enabled by default in Chrome, subject to certain technical requirements. For marketers, that means third-party cookies in Chrome still exist, but Privacy Sandbox has shifted from being a “replacement under a fixed deadline” to one option in a more complex landscape.

Third-party cookie restrictions on other browsers

Google Chrome may have stepped back from deprecation, but restrictions on third-party cookies are already a reality in other popular browsers. If you continue using third-party cookies, your campaigns will already see gaps or inconsistencies for users on other browsers.

Apple Safari 

Safari’s Intelligent Tracking Prevention (ITP) blocks all third-party cookies by default and has done so since Safari 13.1 (launched in March 2020). That means many forms of cross-site third-party cookie tracking and third-party cookie-based advertising simply don’t work for Safari users.

Mozilla Firefox 

Firefox’s Enhanced Tracking Protection blocks social media trackers and cross-site tracking cookies by default in Standard mode, and can block all cross-site cookies in Strict mode. This is effectively a strong form of third-party cookie blocking for many marketing and analytics use cases.

Microsoft Edge

Edge uses Tracking Prevention to detect and block known trackers by limiting their access to browser storage and network requests. In Balanced and Strict modes, Edge blocks many third-party trackers across sites, which reduces how reliably third-party cookies can follow users around the web. 

In addition to the browsers themselves, there are a variety of browser extensions users can implement to block cookies and customize their privacy preferences when online.

Ethical and privacy concerns about third-party cookie use 

Beyond the technical details, third-party cookies raise important ethical questions about how people are tracked and profiled online. 

Common concerns include:

• Invasive tracking: Third-party cookie tracking can collect large volumes of personal and behavioral data across sites, often in ways users don’t clearly see or expect.
• Lack of transparency: It’s often unclear which third parties are involved, what data they collect, and how long they keep it, making informed consent difficult.
• Weak or missing consent: Third-party cookies frequently run before or without valid consent, which conflicts with modern expectations and frameworks like GDPR cookie consent.
• Profiling and discrimination risk: Combined third-party data can fuel detailed user profiles that may be used for discriminatory ads or high-impact automated decisions

Legal concerns about third-party cookie use

The use of Google third-party cookies can also create legal issues, particularly in regions with strict data privacy laws and relevant frameworks.

GDPR and ePrivacy (EU)

The GDPR sets rigorous standards for GDPR cookies, data consent, security, and transparency within the EU. It mandates clear GDPR compliance guidelines for businesses, ensuring users have control over their personal data.

UK GDPR

In the UK, the UK GDPR and Privacy and Electronic Communications Regulations (PECR) regulate the use of cookies and similar tracking technologies. PECR requires user consent for non-essential cookies, while the UK GDPR sets rules around lawful processing, transparency, and user rights. Together, they require organizations to clearly explain cookie use, collect valid consent where needed, and respect user choices.

CCPA / CPRA (California)

The CCPA and CPRA were the first modern and comprehensive state-level privacy laws passed in the U.S. and have been influential on privacy legislation in other states. 

While using an opt-out model that does not require prior user consent to collect and process users’ data in many cases — as opposed to the GDPR’s more strict opt-in model, which does — these laws still grant California residents control over their personal data via rights like access, correction, deletion, and opting out of certain uses.

Digital Markets Act (DMA)

The European Digital Markets Act aims to foster fair and open digital marketplaces, designating seven influential big tech companies as “gatekeepers” and applying specific requirements to their operations. It also includes provisions dedicated to safeguarding user privacy and enhancing data protection standards.

Reinforcing privacy laws like the GDPR and CCPA necessitates a strategic pivot toward solutions that uphold data privacy without compromising digital marketing efficacy. 

What third-party cookie deprecation means for marketers

Even though Google has stepped back from a full phase-out, it’s clear that third-party cookie tracking is facing more limits. For marketers, that means the impact is not just a future concern: it’s real today.

Impact on ad targeting and remarketing

Third-party cookies have been a core part of how marketers build remarketing and lookalike audiences, run cross-site campaigns through ad networks and DSPs, and cap frequency to avoid overexposing users to the same ad.

As third-party cookie blocking continues to become more common, you’ll see:

• Smaller, less reliable remarketing pools (especially on Safari and Firefox)
• Inconsistent performance across browsers and devices
• More pressure to shift toward first-party, consent-based audiences and contextual targeting

This is where questions like “Should I allow third-party cookies?” and “Should you block third-party cookies?” turn into strategy decisions. The more your targeting depends on third-party cookies alone, the more fragile it becomes.

Limitations for measurement and attribution

Third-party cookies can also power multi-touch attribution across sites, support cross-domain conversion tracking, and help deduplicate conversions across different channels and platforms. 

As third-party cookies degrade, you’re more likely to see “dark” or unassigned traffic in your analytics, gaps in cross-channel reporting, and a heavier reliance on modeled or aggregated attribution rather than precise user-level paths.

How consent affects data availability

Even when third-party cookies still technically work, they may not be usable without valid consent. Under the GDPR and other laws, most third-party cookies used for targeting and analytics are considered non-essential. 

That usually means:

• You need clear, specific information about what data is being collected and why
• Users must be able to accept or reject third-party cookies easily
• Your tags, pixels, and SDKs must change behavior based on consent choices

In practice, that means your data availability depends on consent quality. If consent is unclear, bundled, or ignored, you increase legal and reputational risk.

Alternatives to third-party cookies

While third-party cookies are becoming less useful, several innovative solutions are emerging to ensure that personalization and measurement in advertising don’t fall by the wayside. These alternatives promise a future where Privacy-Led Marketing enables regulatory compliance and boosts revenue operations.

First-party data strategies

Focusing more on first-party data will make your stack less dependent on third-party cookies and more resilient to future browser and regulatory changes. For Privacy-Led Marketing, strong first-party data strategies usually focus on:

• Being explicit about what data you’re collecting and why
• Giving people real, clear choices (especially for non-essential tracking)
• Connecting consented data into the tools that power segmentation, activation, and measurement

Server-side tagging

Server-side tagging shifts data collection from users’ browsers to your servers, streamlining how you gather first-party data while bypassing ad blockers. This method avoids the pitfalls of Google third-party cookies, enhancing user privacy and trust. Data is then selectively and securely shared with third parties, ensuring tighter control and improved data security.

Incorporating server-side tagging, especially for Google Ads server-side tracking, enables precise advertising insights and campaign measurements without compromising user privacy. 

This approach aligns with modern privacy expectations, offering a strategic advantage in optimizing site performance and user experience.

Universal ID 

With a focus on consent and transparency, Universal IDs propose a method for user identification that respects privacy preferences. Users can opt in to tracking through a simple email verification, providing them control over their data. This system bridges the gap between user privacy and the need for personalized experiences.

Contextual targeting

Contextual targeting focuses on the content someone is viewing instead of their cross-site history. Instead of relying on third-party cookie tracking, ad topics are matched to the page topic or category, relevant keywords, and context. For example, showing travel ads in an article about summer destinations, or fitness products in a workout guide. 

When you align creative with the surrounding content and buy high-quality, well-categorized inventory, contextual targeting can deliver relevance without needing to follow users across multiple sites.

Google’s Privacy Sandbox

For several years, Google’s Privacy Sandbox was positioned as the main replacement for third-party cookies in Chrome. It introduced APIs like:

• Topics API: high-level interest signals based on recent browsing
• Protected Audience (formerly FLEDGE): on-device auctions for remarketing audiences
• Attribution Reporting API: privacy-preserving conversion measurement using aggregated reports

These APIs were designed to reduce cross-site tracking while still supporting core advertising use cases. However, by late 2025 Google began retiring major Privacy Sandbox APIs after low adoption and a broader company shift away from full cookie deprecation.

While you shouldn’t treat Privacy Sandbox as the future of measurement, you can use its underlying ideas to stress-test your stack: Would your strategy still work if identifiers were more limited, more aggregated, and more tightly governed?

How third-party cookies work

At a basic level, third-party cookies work by letting one or more other companies “ride along” with your page load. 

When someone visits your site, the browser doesn’t just talk to your domain. It also calls out to other domains you’ve integrated, such as ad networks, analytics tools, and social widgets. Those third-party domains can then set and read cookies in the browser, which become the backbone of third-party cookie tracking across different websites.

How are third-party cookies created?

Most third-party cookies are created when your site loads a resource from an external domain. That can happen through:

• Tracking pixels (tiny, usually invisible images)
• Embedded scripts (JavaScript loaded from a third-party server)
• iFrames and widgets (for ads, video players, social buttons, chat tools, etc.)

When the browser requests those resources, the third-party server can respond with a Set-Cookie header for its own domain. This creates a third-party cookie, even though the user never typed that domain into the address bar. 

Cross-site tracking and data sharing mechanisms

Once a third-party cookie exists, cross-site tracking happens through repeated requests to the same third-party domain. Each time a user visits a new site that includes that third party’s code, the browser sends the existing cookie identifier along with the request. The third party can then link:

• Which sites were visited
• What pages were viewed
• Which actions were taken (clicks, purchases, form fills, etc.)

This enables detailed profiling and audience building. That profile can then be used for ad targeting, frequency capping, attribution, or even shared and combined with data from other partners. 

What are the pros and cons of using third-party cookies?

Third-party cookies became popular because they solved real problems for advertisers and publishers. But the same features that make third-party cookies powerful also make them risky from a privacy and compliance perspective.

Third-party cookies and GDPR/CCPA compliance

The GDPR and U.S. state-level privacy laws like the CCPA/CPRA all treat data obtained via tracking technologies as personal data when they can identify or single out users or households. 

Under the GDPR, that means you need a clear legal basis for your data processing, valid consent where required (opt-in in Europe, opt-out in California), and proof of how you obtained and honored it.

Lawful basis for tracking

Under the GDPR, most third-party cookies used for advertising, analytics, and cross-site profiling are considered non-essential. In practice, that usually means you can’t rely on “legitimate interests” alone. You typically need:

• A lawful basis such as consent for non-essential tracking
• A clear explanation of what data is collected, for which purposes, and by which third parties

In California, the CCPA/CPRA treats identifiers used for cross-context behavioral advertising as personal information and often as selling or sharing data. That brings additional duties around disclosure and giving users a way to opt out, even if you’re not using classic cookies but similar tracking tech.

Consent requirements for third-party scripts

For most use cases, third-party cookies and third-party scripts that support advertising, cross-site analytics, or profiling should not run until the user has made an informed choice. 

In a privacy-compliant setup, that means third-party tags are blocked by default until the user opts in to the relevant category, e.g., Marketing or Statistics. It also means people can easily refuse or withdraw consent without losing access to essential content, and your cookie banner and privacy policy clearly explain which third parties are involved and what they do.

This applies both to visible tools, like ad tags or social pixels, and to “behind the scenes” scripts that vendors load in turn. If those scripts set or read identifiers for tracking, they fall under the same expectations.

Documenting and proving consent

From a GDPR perspective, it’s not enough to say “we asked for consent.” You need to be able to demonstrate that consent was:

• Informed (the user saw accurate information at the time)
• Specific (for particular purposes or categories)
• Freely given (no forced opt-in)
• Unambiguous (the user made an explicit, voluntary action to consent, like clicking a button)
• Recorded (with a timestamp, preference state, and ideally a versioned notice text)

For third-party cookies, that means your consent management needs to:

• Log consent choices and changes over time
• Apply those choices consistently to all relevant third-party scripts (browser-side and server-side)
• Provide records you can use for an inquiry, audit, or data subject access request (DSAR)

When you work with third-party cookies, GDPR and CCPA compliance isn’t just about showing a cookie banner. It’s about having a defensible story: which tools you use, what data they collect, on what legal basis, how you prove that users genuinely had a choice, and how you respect those choices in your data operations.

How to audit your third-party cookies

A solid privacy-led strategy starts with knowing exactly which third-party cookies are active on your site, what they do, and who controls them. An audit gives you a clear view of your current setup so you can decide which tags to keep, adjust, or remove, and where you need stronger consent controls.

How to check if your website uses third-party cookies

A basic third-party cookie check has two parts: what runs in the browser, and what’s configured in your stack.

Start in the browser with a clean session (private window, no extensions), load your site, and:

1. Open the developer tools (usually F12) and inspect Application/Storage → Cookies to see which domains are setting cookies. Any cookie not set by your own domain is a third-party cookie.
2. Look at the Network tab to see which third-party domains are requested on page load and after key interactions, e.g., consent choices, form submissions.

Compare what you see with your internal documentation: your tag manager, analytics configuration, and list of ad pixels or embedded tools. If you’re using a consent management platform with a built-in scanner, like Usercentrics CMP, that’s an efficient way to surface third-party cookies and classify them by category and provider.

Next, work through your tech stack step by step:

1. Review tag manager containers to list every marketing, analytics, A/B testing, and remarketing tag.
2. Check your CMS and plugins, e.g., chat tools, video embeds, social widgets, which often inject third-party scripts automatically.
3. Map each tool to its purpose — analytics, ads, personalization, social, etc. — and the domains it calls.

The goal is to build a simple inventory: which trackers exist, why they’re there, which pages they fire on, and whether they rely on third-party cookies to function.

Detecting hidden third-party scripts and piggybacking

Not all third-party tracking is obvious. Some vendors load additional unseen scripts, which can create extra third-party cookies you didn’t explicitly add yourself.

To spot this:

• Use the Network tab to look for calls to domains you don’t recognize.
• Pay attention to scripts loaded by other scripts, for example, one tag that imports a separate optimization or tracking library.
• Compare what you see in the browser with what’s documented in your tag manager and contracts. 

If a domain appears in network traffic but not in your vendor list, treat it as a red flag. This helps you find piggybacking, data leakage, and legacy tags that no one actively owns.

Tools and methods to run a compliance assessment

Once you know what’s running, you can evaluate whether your use of third-party cookies meets your compliance and governance standards. A practical assessment typically includes:

• Automated scanning to detect cookies, trackers, and third-party domains across key pages and templates.
• Consent flow testing to make sure third-party scripts and cookies only fire after users opt in to the relevant category, and are blocked when they opt out.
• Policy alignment checks to confirm your privacy policy and cookie banner accurately describe which third-party cookies you use, for what purposes, and on what legal basis.
• Data flow mapping to understand which vendors receive data, how it’s used, and whether contracts and data processing agreements reflect reality

The outcome of this audit should be a clear, actionable list: which third-party cookies to keep (with consent where needed), which to reconfigure, and which to retire as you move toward a more privacy-first, first-party-driven approach.

How to manage third-party cookies with a consent management platform

A consent management platform (CMP) is one of the most effective ways to bring third-party cookie tracking under control. Instead of trying to manage every tag manually, you centralize decisions about which cookies can run, on what legal basis, and for which users. 

Automating cookie categorization

The first step is knowing what’s actually on your site. A CMP with a built-in scanner can automatically detect cookies, tracking technologies, and third-party scripts across your pages, then map them to:

• Provider: e.g., Google, Meta, analytics vendor
• Purpose: necessary, analytics, marketing, functional, etc.
• Type: first-party vs. third-party cookies, local storage, pixel tags, SDKs

This automated categorization saves a lot of manual work and gives you a consistent way to group third-party cookies into consent categories that users can understand in your cookie banner and privacy policy.

Enforcing user consent across tags and scripts

Once categories are in place, the CMP becomes the “traffic controller” for your tags. Instead of scripts firing as soon as the page loads, the CMP:

1. Blocks non-essential third-party scripts and cookies by default
2. Waits for the user’s consent choice, e.g., accepting “marketing” or “statistics” cookies
3. Only then allows the relevant tags to run and set third-party cookies

This enforcement should apply both to tags managed via a tag manager and to directly embedded scripts. The goal is simple: if a user says no to a category, no third-party tools in that category should collect or set data, client-side or server-side.

Server-side consent

As more teams adopt server-side tagging, consent also has to travel beyond the browser. A CMP can send consent states as signals into your server-side setup so that:

• Only events with valid consent are forwarded to downstream tools
• Restricted or unconsented data is filtered, minimized, or dropped
• Your server-to-server tracking stays aligned with what the user agreed to in the UI

That means consent isn’t just a front-end checkbox. It becomes a control that shapes how third-party cookies and other identifiers are used throughout your stack.

Consent reporting and audit trails

Finally, a CMP helps you prove how you handle third-party cookies. This is essential for regulatory compliance and internal governance.

A privacy-led implementation will typically include:

• Logs of consent events: who gave what consent, when, and on which version of your notice
• Reports by region, device, or property to monitor opt-in rates and behavior
• Exportable records you can use for internal reviews or regulator inquiries, and other uses

By combining automated discovery, category management, enforcement, and reporting in one place, a CMP turns third-party cookie management from a patchwork of scripts into a structured, auditable process. This makes it much easier to evolve toward a first-party and consent-based data strategy over time.

Future outlook: life after third-party cookies

Whether or not Chrome ever fully deprecates third-party cookies, the digital sea change is clear. Browser protections, platform changes, and privacy laws will keep evolving. The long-term winners will be the organizations that treat this as a chance to redesign how they collect, use, and govern marketing data.

What is changing

For publishers, third-party cookies used to be the default route to monetization. You plug into ad networks, let third-party cookies do the heavy lifting, and sell audiences at scale. Going forward, sustainable models will lean more on:

• High-quality first-party relationships
• Well-defined contextual inventory
• Direct deals and privacy-respecting identity where appropriate

For advertisers, the loss of easy, cross-site identifiers pushes strategy away from “follow everyone everywhere” and toward:

• Consented first-party audiences
• Cleaner, better-labeled data in ad platforms
• More realistic expectations about what can and can’t be measured at a user level

For SMBs, the change is mixed. On one hand, it means fewer ready-made third-party segments and more complexity in tools. On the other hand, it lays the foundation for a more level playing field. If you invest in your own data, consent flows, and basic analytics, you’re far less dependent on opaque third-party cookies than before.

Privacy-preserving measurement

Life after third-party cookies means measurement that uses privacy by design. That typically looks like:

• First-party and server-side tracking with clear purpose
• Modeled or aggregated attribution instead of trying to reconstruct every individual path
• Tighter integration between consent data, analytics, and ad platforms

In this model, you still track performance and optimize campaigns, but you do it with fewer persistent identifiers and more emphasis on quality — not just quantity — of data.

Why consent remains the core of a privacy-compliant data strategy

No matter how technology evolves, one principle doesn’t change: if your strategy depends on personal data, it depends on consent and transparency. 

Even in jurisdictions where the laws are less strict, relying on best practices instead of the legal minimum builds trust with users, enhances brand reputation, and positions you for the future as a more privacy-centric legal and technology landscape continues to evolve.

Whether you’re using first-party tracking, identity solutions, or what’s left of third-party cookies, you’ll need to:

• Explain what you’re doing in plain language
• Give people real choices, and honor those choices in both client-side and server-side systems
• Maintain records that show how and when consent was obtained and applied

Preparing for a cookieless future

Treating third-party cookies as long-term infrastructure is risky. The safest strategy is to act as if third-party cookie tracking will keep shrinking in usefulness and build a stack that doesn’t depend on it.

Practical steps to take now

You don’t need to wait for another big announcement from Google to act. Take these steps now to make your data strategy less dependent on third-party cookies and more privacy-first.

How Usercentrics supports privacy-first data collection

Usercentrics offers a dynamic consent management platform (CMP) that equips businesses to run data-driven marketing in a privacy-first way. Even as Google moves away from fully deprecating third-party cookies in Chrome, organizations still have to deal with fragmented browser behavior and stricter data privacy regulations. 

Usercentrics CMP is designed to keep your tracking, personalization, and measurement aligned with global privacy regulations and frameworks while maintaining user trust.

Usercentrics CMP: your partner in compliance

• Global privacy compliance: Usercentrics’ CMP streamlines how you collect, manage, and store consent across websites and apps. Control when third-party cookies, SDKs, and other tracking technologies fire, based on clear user choices and documented legal bases.
• Privacy-first data collection and activation: By connecting consent states with your analytics, tag manager, and ad platforms, Usercentrics helps you build a data foundation around first-party and zero-party data. 
• DMA and platform requirements: As browser policies and “gatekeeper” requirements evolve, Usercentrics helps you adapt without constantly rebuilding your setup.
• Automatic consent documentation and audit trails: Usercentrics logs consent events and preference changes so you can demonstrate when and how consent was obtained, which versions of your notices were shown, and how choices were applied 

Tilman Harmeling

Senior Expert Privacy, Usercentrics GmbH

Having focused on the business and technical complexities of privacy throughout his career, Tilman has gained significant and varied... Read bio

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